To put these topics in appropriate relationship to each other, it’s best to begin with a definition of content marketing. The Content Marketing Institute defines content marketing as ‘the creation and distribution of educational or compelling content in multiple formats used to acquire and retain customers.”
What do we mean by “content”? Content can be as short as 140-character tidbits to share on Twitter or it can be long-form white papers, articles, videos, etc. To be valued, the content has to be informational and topic-focused rather than the traditional product focused marketing of the past.